Pass it on. (pass-along value of advertising)

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Only after she had ripped out every bind-in card, would she sit down and read her magazine at a leisurely pace. And then she'd pass the magazine along to someone else in the office.

We've all known a Lori or two in the past. But the Lori I know now spends almost as much time reading the inserts as she spends reading the magazine editorial. Why? She's discovered gold.

Those bind-in cards and inserts she used to throw away aren't just cheaply produced cards soliciting magazine subscriptions or book club memberships -- although they're still around. Now the inserts are advertising contenders.

You can flip through almost any magazine these days and find inserts that talk to you with computer chip speakers... or inserts in December that simulate falling snow when you turn them upside down. Those ads are interactive -- for about 30 seconds.

No, the inserts I'm talking about -- the ones where Lori discovered gold -- are the hardworking response inserts. …

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